Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Dog Food in Norway

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Premiumisation adds value

Retail current value sales continued to see faster growth than retail volume sales in 2017, due to the strong demand for premium and added-value products. The strong premiumisation trend is underpinned by pet humanisation, health and wellness, combination products and natural ingredients.

Food for smaller dogs gains importance in grocery retailing

While dog food posted retail current value sales growth in 2017, grocery retailers’ share continued to fall. In line with premiumisation, consumers moved towards added-value options, which are more widely available in non-grocery channels, such as pet shops and internet retailing.

Grain-free and raw food gain traction

The demand for natural products has increased in packaged food and beverages, but development in dog food has been modest. However, natural-based trends are starting to consolidate: two domestic raw food brands, Vom og Hundemat and Provit, posted value share growth; and a strong Finnish player in BARF products, MUSH, entered Norway in 2015.

COMPETITIVE LANDSCAPE

“Made in Norway” is a strong growth driver

Felleskjøpet continued to lead retail value sales of dog food in 2017. The company’s Labb and Appetitt brands are produced in Norway and their products consist mainly of Norwegian raw ingredients.

Premiumisation creates new niches for new entrants

Premiumisation has fostered key new launches, especially Purina ONE and Vetivo, and the emergence of new niche brands, such as Kingsmoor and Vigor & Sage, both introduced in 2016 by industry players with extensive experience in Norwegian dog food. Kingsmoor focuses on sustainability and uses raw ingredients sourced from Denmark.

Files are delivered directly into your account within a few minutes of purchase.